Turning a “boring” product into national media exposure

A good advertisement can make anything seem exciting, from cutting-edge technology to something as mundane as laundry detergent and gum. Our client wanted to be a little different – using compelling and trustworthy media coverage to raise awareness about the physical and mental health benefits of a “boring” product.

Our task was simple, but not easy: Find third-party authors, develop content under their voices, and place that content in outlets that would help the product stick in people’s minds. We shaped the voices of teachers, police officers, human rights advocates, and health experts to transform scientific studies and academese into relatable content for op-ed placement and interviews. 

Successful media placements over the course of the campaign included, but were not limited to

• National media like USA TODAY and Fox News Digital;
• Major statewide daily newspapers, such as The New Hampshire Union-Leader, The Pittsburgh Post-Gazette, and The Providence Journal;
• Local outlets in New York, Virginia, Rhode Island, and elsewhere; and
• Healthcare- and science-oriented trade publications such STAT News, Autism Parenting Magazine, and Real Clear Health.